People used to be able to log out of Facebook if the constant status updates, or incessant Farmville notifications were getting to you. If the ads and the clutter were becoming a bother, it was only too simple for people to navigate away, permanently if they felt like it! We’re here to tell you that those days are over. Facebook’s Audience Network is here to ensure that even those offsite are able to be targeted through Facebook advertising. Facebook’s making sure nobody slips through the net… And advertisers using the platform are reaping the benefits.
Audience Network in a nutshell means that now ads using your Facebook ads don’t just have to be stuck in a Newsfeed: they can now find themselves in an app that’s distinct from Facebook altogether, or a similarly separate mobile page. This has been delivering a significantly better cost per impression than native-Facebook ads¹. Particular success has been attributed to those advertising mobile apps through the Audience Network². This makes complete sense as the users are already on their smartphones and are able to complete all the actions on their device straight away in a trackable fashion.
If you’re familiar with Facebook’s advertising methods, you might know just how specific you can be with your advertising targeting in order to find the consumer you’re looking for. The targeting options are specific enough so that if you want to target Diving Instructors in the North Fitzroy area, who also are into martial arts and square dancing, you could. If the demographic exists, Facebook will let you market to them. Here’s the good news to advertisers: those targeting options following you.
So here’s how you do it:
When you’re making your next campaign, check the little blue box. It’s that simple.
Being able to log out, close the browser and disengage, was Facebook advertising’s weakness in competition to Google in the advertising game. The Google v. Facebook argument is a totally different kettle of fish, so all we’ll say is this: the fact that a social network and a search engine are the big sharks in the advertising pond means that peoples’ personal data (and the data you can collect) is a radically important currency…..And it’s no catch-and-release system.